If there is anything good about Insane Clown Posse, it was their ingenious idea in the way they incorporated a gimmick into their group to create a fan base. Regardless of the quality of music (it’s very varied, songs go from horrible to great, but it doesn’t really matter because fans feel like they are dedicated to the entire genre of music no matter what). What Insane Clown Posse essentially did is create an entire empire based on a gimmick-tree that branches off into other areas.

They started out as clowns, evil clowns at that. Of course, just makeup has been done before (KISS). So they had to think of something that would increase their user base, especially if their music sucked for the most part. So what they did is release a very religious-like prophecy with their albums. For some reason it really stuck to certain mindsets. It’s basically about the Dark Carnival and you would only understand it more and more with each album they released. So each album (joker cards) was practically bait to lure the target market in and buy more albums. They were very successful in that aspect. Their entire getup from scary clowns, to horror rap, to their cult-like fan base took their careers into overdrive. These fans became so dedicated due to the gimmick that they really believe the most insane stuff in the world. They even give each other a label, this label is juggalo, and oh how it’s praised you’d be shocked. Many “juggalos” are convinced that just thinking they are a juggalo they are part of a family, and this family will do anything for them. Yeah, right…

What astounds me is that people can be brainwashed for their entire lives, or a very large portion on a successful gimmick such at the one created by ICP. Their “juggalo” fan base ranges across the entire world, and every show is completely sold out. The album sales aren’t the best, but for being an independent label it’s amazing that they house so many artists under one target market (juggalos). Yes, Insane Clown Posse made enough money with their gimmick to create an entire empire. Not only did they end up creating Psychopathic Records, which has had many artists and still does, but they have a wrestling federation, a fully produced movie (Big Money Hustla$), and a widely popular music-genre that is being adopted by “wannabes” everyday that continue to grow the fanbase. It’s almost like it grows on it’s own.

No, I am not trying to talk down on juggalos, and the whole Psychopathic Records empire. What I am trying to say is that everything about them is a fictional gimmick. And look where a fictional gimmick took them. It turned people, just like you and me, into crazed fanatics on anything that ICP releases. Once that dedicated feeling is created, ICP can market absolutely anything because their fan base is dedicated to the ideology of being a juggalo and whatever juggalo is associated with, they will participate and buy it.

So, with that knowledge you have to think, do I want to brainwash people into thinking they are something more then they are? Do I want to create an artificial fan base for my own success? Is it worth to make people believe they are something to you that they are not?

All those answers can be simplified in one way, to exploit or not to exploit; your morals will decide. Gimmick marketing is definitely a type of exploitation, but if done right it can be true. You just can’t take advantage of your target market. In my opinion, it is not right.

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